This is my first time buying this brand. I was expecting the taste of cinnamon bark, similar to cinnamon powder as that is what is pictured on the product. It's not what it tastes like at all. I hated it. It has a very medicinal taste reminiscent of Listerine (original, not minty). The light cinnamon taste is more reminiscent of cinnamon oil. If you like original Listerine and Red Hots candies, you will like this toothpaste. Once was enough for me. My husband will try tomorrow but if he hates it too he will return. Yes, I thought it was awful. If you're looking for a delicious cinnamon-flavored toothpaste, try Jason Healthy Mouth. That's my favorite. I'll probably just stick with it and stop experimenting from now on. Jason's Healthy Mouth has a very nice cinnamon flavor, best of all.
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